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CONTENT STRATEGY: Setting Up Your Strategy For Results

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CONTENT STRATEGY: Setting Up Your Strategy For Results Geoffrey Colon, Group Product Marketing Manager - Microsoft


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Who Are You? Why Content? Read: Is Content the New Currency? Who Are Your Customers? Establishing Objectives Read: Is Trust the New Currency? The Neuroscience of Content Behavioral Targeting Key Performance Indicators – What Does Success Look Like?


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Who Are You? Content strategy


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What’s Your Name? What Do You Want to Learn? What Do You Do? What’s the Last Song You Listened To Before You Came Here? Are You?


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Why Content? Content strategy


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Content Strategy “In an ever fragmenting media world, the question to ask yourself in the transforming world of media and marketing is: ‘How Do I Become Part of a Customer’s Dialog or Thought Recollection Every Day?’” Why content?


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READ: Is Content The New Currency? Content strategy


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Content Strategy Read the article on Fast Company and be prepared to discuss the following: IS CONTENT THE NEW CURRENCY?


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Who Are Your Customers? Content strategy


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Content Strategy Who are your customers?


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Establishing Objectives Content strategy


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Content Strategy 3 Major Objectives that Content Marketing Tries to Attain: BRAND AWARENESS VISITS TO YOUR OWNED CHANNELS (Data Collection, Call to Action, Transaction) SOCIAL DISCUSSION AROUND A TOPIC (Being Where People Engage and Interact) Establishing objectives


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READ: Is Trust The New Currency? Content strategy


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Content Strategy READ the article on LinkedIn and be prepared to discuss the following: What is your main goal for using content marketing? What other types of content do your targeted customers enjoy? What personas define those customers? Is your content one-way or two-way in design? What forms of content will work best to build a trust factor? READ: Is Trust the new currency?


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The Neuroscience of Content Content strategy


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Content Strategy Because of BIOLOGY, content based solely on logic and data doesn’t resonate with audiences. Think about these three factors when designing: Emotion Passion Personal Value The neuroscience of content


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Content Strategy Watch the video. What should you consider when you plan to make content on behalf of your organization. What does Sinek say that you should consider when building content? What’s your purpose? What Why How How Why What The neuroscience of content


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Behavioral Targeting Content strategy


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Content Strategy Five areas to help you find your audience and target them effectively: Search and Social Data Creative Insights Trending Topics Social CRM Platforms and Distribution Behavioral targeting


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Key Performance Indicators Content strategy


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Content Strategy Body copy Key performance indicators


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Content Strategy Body copy Key performance indicators


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Content Strategy Let’s Diagnose the following CASE STUDY by IBM Key performance indicators


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Content Strategy Key performance indicators What did IBM Ask and Answer?


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Additional Reading: Disruptive Content Marketing, Disciplined Results How Social Engagement Metrics Inform Your Content Marketing Strategy Social by Design REMIXED Content strategy


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Q&A Content Strategy


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thanks! Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Geoffrey colon Body Level One Body Level Two Body Level Three Body Level Four Body Level Five @djgeoffe gcolon@microsoft.com Blog: FuturistLab.Tumblr.Com SlideShare: slideshare.net/geoffreycolon


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